MERCADEO Versión en español
Gustavo Razzetti of LAPIZ: Agencies business model is broken
Manuela Walfenzao| 4 de marzo de 2016
For Gustavo Razetti, EVP and General Director at LAPIZ is hard to imagine the future of an industry where clients interests seem to constantly collide with creativity. “This industry hasnt changed how its product are manufactured for more than four decades” he explained at {Medium;https://medium.com/manager-mint/prototyping-the-agency-of-the-future-f95152794ca2#.wc5h5cuxn}. “The agencies’ business model is broken, but it does not have to be, we only have to reimagine the model.” For Razetti the solution is in this debate: Is advertising a product or a service? “Were in the experience business, similar to entertainment. Both what we produce and how we deliver it to audiences are critical” he said. “Agencies should create experiences to solve business problems using creativity” Razetti pointed out. “To change the model we need stop talking about innovation and establish it as a culture, a way of thinking, a process. Innovation is not just a noun, but a verb and can no longer be simply the name of a department” he said. “How do we do this? Challenging to the extreme our beliefs. Our ambition is to humanize and democratize creativity to solve real peoples problems. It sounds simple yet its a process that requires courage to put people, rather than the industry egos, at the center focusing in solving real problems for real people.” He advices to adopt a beginners mindset: “being always open to learn, to new perspectives and being ready to adjust to the unknown instead of standing up for the known” he concluded.
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